PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN DAN DAMPAKNYA PADA LOYALITAS PELANGGAN (Studi Pada Madu Pramuka Kecamatan Gringsing Kabupaten Batang)

Abstract

This study aims to examine the effect of product quality and price, on satisfaction and its impact on customer loyalty on Madu pramuka Gringsing sub-district Batang.

The population in this study were consumers who had purchased Madu Pramuka products located on Kutosari Highway, Gringsing, Batang Regency, while the sampling method used was Purposive Sampling, with the number of data processed as many as 100 respondents and analyzed using SPSS 24 program. While the analytical method used is validity test, reliability test, multiple linear regression test, determination test, F test, and hypothesis test.   The results of this study indicate that product quality has a positive and significant effect on customer satisfaction, prices have a positive and significant effect on customer satisfaction, product quality has a positive and significant effect on customer loyalty, prices have a positive and significant effect on customer loyalty, while customer satisfaction has a negative and significant effect towards customer loyalty.